Page 9 - THEi Student Applied Research Presentations 2023

HOW SCENT MARKETING

AFFECTS YOUNG ADULTS’
SHOPPING BEHAVIOURS IN

HONG KONG

ABSTRACT Poster
KWOK Ying Tung
RESEARCH BACKGROUND
This study investigates the impacts of fragrance marketing on BA (Hons) in Fashion Design
the emotions and behaviours of young adults in Hong Kong,
and provides insights on how businesses can effectively use Faculty of Design and Environment
scent marketing to enhance their brand reputation and sales.
The study also highlights the importance of brand identity and
reputation in shaping customer behaviours and perceptions,
and the likeability and acceptability of a fragrance can play a
crucial role in this process.

METHODOLOGY
The study targets young people aged 18 to 35, with a sample
size of ten people. The purposes are to learn which fragrances
can attract young adults, how smells affect brand loyalty and
reputation, and how demographic information is used by three
sections of smelling test.

FINDINGS
The study findings suggest that the use of ambient scents
can significantly impact the perception and memory of
shopping malls. However, the choice of scent should be
carefully considered, considering the subjective preferences of
customers and the overall branding strategy of the shopping
mall. Collaboration with scent experts can assist in finding
the most suitable scent that matches a brand’s image. Finally,
the findings highlight the importance of brand identity and Objectives
reputation in shaping customer behaviours and perceptions,
and the likeability and acceptability of a fragrance can play a The research aims to
significant role in this process. understand how young
adults perceive scent
marketing, investigate their
emotional reactions to
About the Investigator different scents, discover
which scents can entice
I am Colette KWOK, studying fashion management. My them, and investigate
supervisor, Ms Jenny CHEUNG, always gives me support and the relationship between
useful advice. I am good at creating new ideas for events demographic information
and activities. My hobby is bartending and creating infinite and scent marketing.
possibilities with the limited materials at my disposal. I am
a perfume lover, and I hope to become a perfumer in the
future and bring happiness to those who love scents.

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